Please use this identifier to cite or link to this item: http://hdl.handle.net/1959.3/94308

Download PDF (Published version) (Adobe Acrobat PDF, -1 bytes)

Title

Church marketing: an investigation of the role of perceived market orientation in church participation

Author(s)

Mulyanegara, Riza Casidy;  Tsarenko, Yelena;  Mavondo, Felix T.

Abstract

Over the recent years, the concept of market orientation has become an attractive avenue for research in marketing. However, despite an array of theories, a systematic framework investigating the role of market orientation in non-profit organizations remains limited. Through the integration of concepts from strategic marketing and religion literature, the study put forth a comprehensive model that explains the role of market orientation in church participation context.

Publication type

Conference paper

Source

Proceedings of the World Marketing Congress of the Academy of Marketing Science, Oslo, Norway, 22-25 July 2009

Publication year

2009

Keyword(s)

Church marketing;  Church participation;  Churches;  Consumer participation;  Customer orientation;  Houses of worship;  Market orientation;  Marketing;  Ministries;  Nonprofit organisations;  Perceived benefits;  Religious organisations

Publisher

Academy of Marketing Science

Publisher URL

http://www.ams-web.org/

Copyright

Copyright © 2009. This work is reproduced in good faith. Every reasonable effort has been made to trace the copyright owner. For more information please contact researchbank@swin.edu.au.

Full text

Peer reviewed